The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1887-01-20
THE "CURE-ALL, TRADE ABE.
FORTUNES MADE BY SUBSTITUTING
NEW NAMES FOR COMMON THINGS.

r .,,.,,. ,,, ,,..xo,.,g ],
Tho Public Lilo to be Humbuggcd-A
Catching Title for Simple Drug-The
Road to Success Lies Through Much
Advertising. j, .f,s.s 3~Es s.i Scot
..-t..-.-f..,....,..l7s =, h
People In the country can look back to
the time when the quack doctor visited
their towns and villages and expatiated
upon the blood purifying qualities of sarsa.
parilla from his buggy in the street. He
offered decoction OF IL cheap I'M BOTTLE,
OF sold the root itself with instructions
now TO treat It,. Sarsaparilla was found
10 De Oh service, and IL became, and has
remaineu, fasorlte medicine In one form
or another and indeed Is found 'in2cyery
saloon as regular beverage. 9aly some
ten years back q gentleman fT0m CalifOr-
MIA with winnings from tho gambling
table advertised broadly q, specific cure to
relieve the physical disorders for which
sarsaparilla had been SO generally adoptetl,
He gave it high sounding name nub.
lished testimonials IA 10 its virtues gave
II away to the druggists on condition that
they should not sell It under certain
price, and In this way created demand
for It,. The people who tried it as q metli-
cine were satisfied with it's results, and it
Is now business paying handsome
revenue, uai'r o. ~ -
iiKr tn mr. ur,>,nrr-c,c.rn. - -,
Now II xo,, banreno.i - ho : .h.,,,, ;u
If son,c rc,, u sr,I t,,.S,,s., s .te
nuhI;c that INC ,,aa,,;ro &c.. ~ ~ s.s
nar;iIo and Tho, ca,,,J e,nt w. ,,,,ah
cents M there 1pas ~ ,hi. doiiar Hot,,a
,,.;,h ,ho ,,o,, 3. oris,, ,,n,,,, ~.
wv .i,ants,,,,' A.. :. LII 1 W." w.
st. ia. .i,.,,,5o, ..r,s "oi !"
nn.,s,, . ~, ,,..;.i;. al -. s"' , eps
M. =" -. .I' Reun1 INV " nc heuio"ssea,
nas - III siAs ~ %. No hWser eona
naNe guy SuasEe ~ smnaihng IN the
e aus. p s ne uTes nov seii SOME
sns ivu SaHpa.I winch 70 an IhicTlor
u e.Sis nv suipy aSes as MS motto'
Sarsapalnia ny any osucr name Wouia oe
he cndeayors to manufacture, and t,ffen H
Is costly process, g'he public buys and
pays for tho name, and there is no false
pretense about it. ..4 :. rf... ..-izs
"words nre words and things arc
things. The question is the connection
between the word and what it expresses"
This Is the thought upon which AR, Sar-
ccy has made an excellent book. So hr
as 1t applies 10 such goods as depend upon
large advertising, it Is u thought that must
have struck many people. There are
many compounds in u drug store that arc
in no very strict accord with the labels
they bear. ...
ssI,nt the point Is this" said n drug
gist who has been On broadway for many
years, 1.-THE people have to pay so much
for advertising. Tho consumers nav It
all In thu end, OF course, For instance.
quite a number OF these patented articles
ore af simple ingredients, and very few
OF them, There are lot OF old-fashione,l
remedies in general use since our great
grandmother's time. The manufacturer
takes one of these, whether it be rhu.
bmrb or SIENNA or friar's halsam. OF what
not, and he decides on o catching title
for II, This title he advertises every.
where until people begin to try the goods.
ADVERTISING Is THE THING. -,.-.s.
"In many instances thew grow 70 have
foitI, In them. A INDY cnmc in here To-
ilay and purcbased N dollar rc,ncdv largely
Advertised. XIV next customer mSGht
have been one who asked for tho Ierv
sarno drn, Inv ,ts oom,non mama and ba
would haze Iecn snmIied with IL for s TO-,
Cents. - No we ,la,i,t mako INV iaroo
profits ON this ,atent business hecanso
NE have to keen such varied stock. and
II the goods bnve mt n. ready sale yro oro